Smith Barney costumes in brand innovation, can be regarded as China's clothing market, a "catfish", although this "catfish" is now more and more low-key performance. "Metersbonwe" is the brand that Smith Barney apparel fame, this year's autumn and winter installed quietly launched the "Urban Series", the target consumers are no longer young college students or secondary students, but have embarked on the job Urban young men and women; at almost the same time, Smith Barney introduced a new shoe brand, "Qi", earlier January 2010, Smith Barney also launched a new apparel brand new dedicated to online shopping "AMPM", these actions are not Squawking, compared with the high profile three years ago, is very different. Do not take the unusual way 2008, listed on the Shenzhen Stock Exchange on the day of the "Prison Break" protagonist Wentworth Earl Miller as the spokesman for Smith Barney's second brand Me & City stores open to welcome, was a short time to attract A lot of eyeballs. In addition to launching a new brand, Smith Barney introduced several new series of products based on the original brand "Metersbonwe" to seize as many consumers as possible. In 2009, Smith Barney costumes and the United States Paramount Pictures and Hasbro companies to develop Metersbonwe "Transformers" series of garments has been a great success. Smith Barney costumes concerned parties, the first quarter of the "Transformers" series of apparel sold in just a few months of about 2 million pieces, the amount of sales of more than 100 million yuan, through the Internet and other forms, has won more than 3,000 million people's attention, Smith Barney Apparel is located in some stores in Shunde, Guangdong, "Transformers" series of clothing sales accounted for up to 35% of its total, the sale of Smith Barney costumes in 2009 is a powerful pull. In 2011, with the official release of "Transformers 3" in China, Smith Barney introduced about 80 variants of 3 series products again and the total shipments reached nearly 1 million sets, bringing sales of about 80 million yuan to Smith Barney costumes . In addition to cooperation with foreign film companies, Smith Barney costumes have not let such a domestic art institutions such as Shanghai Art Studio, printed with the Monkey King and other classic animation images Metersbonwe "MTEE" series of T-shirts in the apparel market Popular, Smith Barney clothing brand extension and innovation again great harvest. The summer of 2010, Smith Barney apparel MTEE series of clothing sales of nearly 3 million cumulative, Madagascar, Hello Kitty, Black Cat Sergeant and many other T-shirts were sold more than 90% rate; the industry said, General public apparel brand, the sales rate of 70% to 80%, MTEE reached 90% of the sales rate, indicating a very high market acceptance Smith Barney costumes now have four brands, "Metersbonwe" brand "Me & City" aims at the white-collar consumer group of urban workers after graduating from college and competes face-to-face with cross-national fast-fashion brands ZARA, H & M, etc. "AMPM" mainly sells online and " Kei "shoes to the main, to meet the pursuit of fashion, young consumers. Smith Barney apparel brands also continue to launch a new series of products, try to extend the brand, in addition to "Metersbonwe" launched the city series, "Me & City" There are children's clothing products for children, not miss each market and share A place. Low-profile operation of the new brand Smith Barney costumes in the clothing brand extension and innovation dazzling action, but go too fast, but sometimes "want to speed is not up." Zhou Chengjian, chairman of Smith Barney costumes, pointed out frankly that there are lessons to be learned in the operation of the "Me & City" brand. At the beginning of its establishment, Smith Barney hopes that Me & City's sales will reach 2 billion yuan in 2009, in fact, Me & City's operating income in 2009 was only 350 million yuan; in 2010, Me & City's sales were 690 million yuan, far and away With a target value of less than 2 billion, Me & City is still not profitable and achieving a break-even balance of Me & City is one of the most important goals now and in the future. For Me & City's brand operation, Zhou Chengjian summed up the lesson, one is not to go to large-scale shop at the time, do not expect how much revenue overnight, you can pursue a 100 million to 200 million in 2008, three hundred million to four hundred billion in 2009 , Pursued five to six billion in 2010 and pursued seven to eight billion in 2011. It was safer to do so. At that time, it was proposed to make two billion in 2009, indicating that there was not enough risk awareness at the time. After learning lessons from Me & City, Zhou Chengjian set a low profile strategy for the new brand, "I do not like Me & City doing this," Kei "is very low-key and will be very good to market. Is called security, and soon you can earn money. "Zhou Chengjian had previously said that he and his team's risk awareness is getting stronger and stronger, after a dozen years ago, my mind lack of control of the risk, or even no" risk "However, in recent years, he always think more risk than thinking opportunities, he said that any thing to do through 360-degree thinking, prior to innovation to understand the possible consequences, and then Decided to advance and retreat.
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